Meningkatkan Minat Pemesanan Akomodasi melalui Online Review dan Branding Tiket.com di Jakarta Pusat

Tjitjih Dewiasih; Guntur F. Prisanto

doi:10.54259/mukasi.v5i3.7646

Authors

Tjitjih Dewiasih STIKOM INTERSTUDI, Indonesia
Guntur F. Prisanto STIKOM INTERSTUDI, Indonesia

DOI:

https://doi.org/10.54259/mukasi.v5i3.7646

Keywords:

Online Review, Branding, Booking Intention, OTA, Hybrid Accommodation

Abstract

This study aims to analyze the influence of online reviews as a form of User-Generated Content (UGC) and branding as a form of digital marketing communication on booking interest in TD Home, a hybrid accommodation located in Central Jakarta. Despite growing demand for multifunctional lodging, bookings via Tiket.com remain low, highlighting the need for empirical research on how consumers perceive digital information on online travel agent (OTA) platforms. Using a positivist paradigm and a quantitative explanatory approach, the study surveyed 164 respondents. The research findings indicate that branding has a more significant influence than online reviews, suggesting that consumers tend to rely on the credibility of digital platforms when making booking decisions. Online reviews build credibility and social proof, while branding strengthens consumer trust and reduces perceived risks. The model explains 74.9% of the variance in booking intention, underscoring the combined role of online reviews and brand strength in shaping consumer decisions on digital platforms. The findings suggest that enhancing review quality, ensuring brand consistency, and adopting more integrated digital communication strategies are essential for improving booking conversions for TD Home via Tiket.com.

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